MARKETING/SOCIAL MEDIA

Kelly Osbourne joins omni-channel PetSmart campaign

BY Dan Berthiaume

Phoenix – TV personality and fashion designer Kelly Osbourne is joining the omni-channel marketing campaign to promote PetSmart’s new “Pet Expressions” line of grooming services. Osbourne will serve as a “trend spotter” and also offer tips and advice on pet grooming.

The Pet Expressions campaign will include videos and postings on social media sites including Facebook, Twitter and Instagram.

“I’m known for holding nothing back when it comes to my style and my opinion, and I love extending that critical eye to fashion for my three beloved dogs,” Osbourne said. “Each of my dogs has its own personality, and PetSmart’s Pet Expressions helps them stand out and steal the spotlight.”

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FINANCE

Calypso St. Barth obtains $17.5 million in growth capital

BY Dan Berthiaume

Long Island City, N.Y. – Calypso St. Barth Inc. has obtained a $17.5 million senior-secured credit facility from Salus Capital Partners LLC. The financing will be used to refinance its current lender, general corporate purposes and continued store growth.

“The Salus team has demonstrated a deep understanding of our business,” remarked David Stiffman, president and CFO of Calypso St. Barth. “The new facility with Salus provides us the ability to capitalize on our business momentum and execute our growth strategies.”

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MARKETING/SOCIAL MEDIA

Hooters redeems digital promotions with Sparkfly

BY Dan Berthiaume

Atlanta – Hooters of America LLC has activated Sparkfly to enhance and streamline the capabilities of its new HootClub loyalty program. Through the relationship with Sparkfly, Hooters will gain the ability to redeem digital promotions at any location, regardless of which POS technology is used.

The collaboration with Sparkfly also enables consumers to redeem deals and access the Hooters loyalty program through numerous forms of media, including mobile, digital, email and print. Redemptions are tracked in real-time, and Sparkfly’s technology generates detailed transaction data including basket size, average spend, frequency of redemptions, purchase history and more. Hooters will use this data to tailor individual offers and rewards to guest preferences, and assess the effectiveness and ROI generated from each media channel.

Hooters is currently testing its loyalty program in the Atlanta metro market with plans to expand to more than 200 locations across the U.S. in the coming 90 days, eventually reaching all 345 domestic Hooters restaurants.

“As an iconic brand with more than 30 years of history, Hooters has developed a strong following of loyal guests who appreciate the value that we deliver on a regular basis,” said Chris Duncan, CIO of Hooters of America. “When Hooters runs loyalty programs and offers, the consumer experience needs to be consistent across all forms of media and all physical locations. With Sparkfly’s technology integrated into the core of our transactional infrastructure, it offers a turnkey solution that will enable us to seamlessly deliver that experience for our guests.”

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